About This Case Study

For Dubai Store, we deployed Salesforce Marketing Cloud to streamline email automation and customer journeys. The setup included onboarding workflows, abandoned cart recovery, referral programs, and win-back campaigns;resulting in reduced attrition, improved conversions, and increased engagement for this e-commerce platform.

Working closely with Dubai Store’s marketing team, Sircles mapped out a five-step journey strategy ; goal setting, audience definition, data audit, content and channel planning, and journey mapping ; then built nine automated customer journeys inside Salesforce Marketing Cloud to guide shoppers from their very first visit through to long-term loyalty.

How Did It All Start?

Dubai Store, a growing UAE online marketplace, was relying on one-off email sends rather than a connected, lifecycle-based communication strategy. The business needed to acquire new customers, grow subscriptions, and address two costly problems: abandoned shopping carts and rising customer attrition.

At the same time, Dubai Store’s shopper base was far from one-size-fits-all ; from budget-driven bargain hunters to design-conscious professionals ; so any solution needed to speak to different buying behaviors and channel preferences rather than treating every subscriber the same way.

Building Journeys That Guide the Shopper

A Lifecycle-Based Journey Strategy

Sircles followed a five-step journey strategy framework ; goal setting, audience definition, data audit, content and channels, and journey mapping ; to design a connected customer experience for Dubai Store.

1. Goal Setting & Audience Definition

We began by defining clear, measurable goals with Dubai Store: acquiring new customers, increasing subscriptions, reducing abandoned cart rates, decreasing attrition, and driving engagement. From there, four core shopper personas were mapped out based on demographics, purchasing behavior, and preferred channels ; ranging from convenience-driven online shoppers to research-heavy, brand-conscious buyers. These personas shaped the tone, timing, and channel mix of every journey that followed.

2. Mapping the Customer Journey

With goals and audiences defined, we mapped journeys across the full customer lifecycle, from awareness and acquisition, through onboarding and engagement, to retention and advocacy. This produced nine automated journeys: prospect welcome and nursery onboarding, refer-a-friend, category-specific lead nurturing, birthday offers, abandoned cart recovery, wish list/saved basket reminders, delivery-delay win-back, and NPS feedback.

3. Building the Automations in Salesforce Marketing Cloud

Each journey was built as a fully automated flow in Salesforce Marketing Cloud, combining timed sends, engagement-based decision splits, and personalized content. The Prospect On-boarding “Nursery Program,” for example, welcomes new subscribers with a branching email sequence based on engagement, while the Lead Nurturing program sends a four-email sequence tailored to the specific product category a shopper has shown interest in, such as televisions or home theatre systems.

4. Designing On-Brand Email Campaigns

New responsive email templates were designed for Dubai Store covering customer satisfaction surveys, welcome messaging, seasonal promotions, and category-specific offers ; all built to stay consistent with Dubai Store’s brand identity and easily reusable across the nine automated journeys.

Turning Journeys Into Measurable Results

The figures below reflect the first customer satisfaction and NPS survey run after launch.

56% Promoter Rate in the First NPS Survey

• Of 212 survey responses, 56% of customers rated Dubai Store as promoters versus 44% detractors ; an early signal of strengthening loyalty.

Nine Always-On Journeys Covering the Full Lifecycle

• From prospect welcome through win-back and NPS, Dubai Store now has automated, personalized communication running at every key stage of the customer relationship.

Clear Visibility Into the Shopping Experience

• Ongoing website and delivery feedback surveys gave Dubai Store visibility into checkout process, site speed, delivery time, and customer service ratings ; insight the team can act on to keep improving conversion and retention.

Services Delivered